Campaigns against smoking: a review of the last ten years in Italy

Background: The latest collection of epidemiologic data shows the increased prevalence of smoking among young people and women. The research presents a descriptive analysis of the major anti-smoking campaigns that took place from 2006 to 2014 in Italy by institutions, associations, federations and enterprises who where both nationally and internationally recognized. Methods: The categories of analysis used were: target, communication strategy, style, website and/or a free number. A qualitative analysis was then conducted on campaigns aimed at women and young people, to identify strengths and weaknesses of the campaigns. Results: In the area of tobacco consumption there are numerous activities of information/awareness/prevention but it is necessary to interfere more directly in young people's lives, and in particular in young women's lives. Conclusion: The need for more efficacy from campaigns means that they need to be more open to the unconventional social advertising and social network.